Coffs Coast region Visitor Profile and Satisfaction Survey

Transcription

1 Coffs Coast region Visitor Profile and Satisfaction Survey

2 Tourism Research Australia GPO Box 1564 Canberra ACT 2601 Phone: Web: This work is licensed under a Creative Commons Attribution 2.5 Australia licence. To the extent that copyright subsists in third party quotes and diagrams it remains with the original owner and permission may be required to reuse the material. This work should be attributed as Queensland s Outback Central West Visitor Profile and Satisfaction Survey, Tourism Research Australia, Canberra. Enquiries regarding the licence and any use of work by Tourism Research Australia are welcome at tourism.research@ret.gov.au

3 Table of Contents Page Background 4 The Coffs Coast region VPS project 5 Data collection 6 Survey sample 7 VPS benchmarks 9 Discussion of findings 11 Visitor and trip characteristics 25 Visitor profile 26 Trip planning and booking 34 Getting to and around the region 46 Staying in the region 55 Why they visited the region and were they happy 62 Reasons for visiting the region 63 What did they do in the region 71 Visitor satisfaction with the region 78 Appendix 107

4 Background

5 Coffs Coast region VPS project The Coffs Coast region Visitor Profile and Satisfaction (VPS) project was completed as part of the Destination Visitor Survey Program (DVS) run by Tourism Research Australia (part of the Department of Resources Energy and Tourism). Respondents were recruited during their visit to the region during January and February 2011

6 Data collection Recruitment survey Basic demographics Expenditure Main survey Profiling Travel paths Expectations Satisfaction Face-to face intercept interviews at selected locations Postcards left as different locations Self completion (by mail)

7 Survey sample The VPS research design tends to under-represent VFR and business visitors in the survey sample. Sample n = 207 n = 9 Domestic day visitor Domestic visitors n = 192 International visitors n = 15 Holiday/leisure VFR Business Other n = 134 (70%) n = 42 (22%) n = 10 (5%) n = 6 (3%) NVS 3 yrs to 2010 (55%) NVS 3 yrs to 2010 (32%) NVS 3 yrs to 2010 (10%) NVS 3 yrs to 2010 (4%) NVS sample includes the Coffs Coast region and Bellingen Local Government Areas and is the average for the March quarters.

8 Domestic overnight holiday/leisure survey sample Age group Life stage Origin Accommodation used 15 to 34 years 35 to 54 years 55+ years Young/midlife singles/couples Families Older singles/couples NSW Qld Vic Other Commercial caravan or camping Friends/relatives property Hotel, resort, motel or motor inn Rented house, apartment, flat, unit VPS Sample The VPS research design has overestimated visitors in the family life stage and those staying in Commercial caravan or camping accommodation NVS sample includes the Coffs Coast region and Bellingen Local Government Areas and is the average for the March quarters 2008 to Only holiday/leisure visitors (excluding VFR) are included in both the VPS and NVS samples. 13% 60% 27% 8% 68% 25% 66% 10% 22% 2% 41% 6% 21% 25% NVS Sample 26% 41% 33% 25% 38% 37% 69% 20% 6% 5% 19% 23% 38% 9%

9 VPS Benchmarks Since VPS projects have been completed in Australian regional tourist destinations. Data from these projects have been collated to establish the VPS Benchmark Database. Benchmarks are the average of all (unweighted) VPS destination projects with at least 50 respondents. Only the most recent waves for each destination are included. Comparisons against VPS benchmarks are made throughout this report. The Coffs Coast region Benchmark Summary is available in conjunction with this report. This summary provides a full set of comparisons for Coffs Coast region results against the benchmarks.

10 VPS Benchmarks Additionally some data are compared with a subgroup of destinations that have similar attributes to the Coffs Coast region region. The subgroup includes: Batemans Bay Greater Port Macquarie Maroochy Coffs Coast region data are included in the benchmark. More detail on the Benchmark Summary is provided in the Appendix.

11 Discussion of findings

12 Discussion of findings The Coffs Coast Visitor Profile and Satisfaction (VPS) project was completed as part of the Destination Visitor Survey Program (DVS) run by Tourism Research Australia (TRA), within the Department of Resources, Energy and Tourism. The results from VPS studies are useful for destination management including planning, development and marketing. This project was undertaken by TRA in partnership with Coffs Coast Marketing, Bellingen Shire Council and Tourism NSW to gain a better understanding of visitors to the region and improve the market readiness of the industry within the Coffs Coast region. Additionally, this research provides more reliable and detailed information on the Coffs Coast region, to feed directly into industry development decisions and investment initiatives. More specific objectives of the research included understanding issues such as quality of tourism product and experiences, motivations and expectations of visitors and travel planning habits. Since 2006, 70 VPS projects have been completed in Australian regional tourist destinations. Data from these projects have been collated to establish the VPS Benchmark Database. Benchmarks are the average of all (unweighted) VPS destination projects with at least 50 respondents. Some destinations are surveyed during different times of the year in order to encompass the broadest range of visitors. In this event, only the most recent research for the destination is included. Comparisons against VPS benchmarks are made throughout this summary.

13 Discussion of findings The Coffs Coast VPS project was completed during January and February 2011, which coincided with the school holiday period. Consequently, there was a high proportion of family travel parties in the survey sample, which should be taken into account when considering the results and in subsequent discussions and planning. Part of the survey period was also during the period of the Queensland/ Brisbane floods in 2011, when weather conditions were quite poor. The effect of this is should also be taken into account when considering the results, as the poor weather may have influenced the satisfaction results. Visitor and trip characteristics The key characteristics of the survey sample were as follows: The majority of visitors (53%) to the Coffs Coast region were in the family lifestage and 45% of all visitors were travelling with their immediate family. The majority of visitors visited the region for holiday/leisure purposes (71%). Most of these visitors were travelling with their immediate family (52%). Around a fifth (21%) travelled to the region to visit friends and/or relatives (VFR); a higher proportion compared with the VPS benchmarks. These visitors were either travelling with their immediate family (32%) or with their partner (32%). The majority of visitors (93%) were travelling domestically.

14 Discussion of findings Visitor and trip characteristics cont. Nearly six in ten domestic visitors (57%) were from NSW, with 52% of NSW visitors from areas north of Sydney. There was a high proportion of repeat visitors (84%). Nine out of ten family travel parties (91%) were repeat visitors. More than two in five visitors (41%) stayed in the Coffs Coast for eight or more nights compared to the VPS benchmark of 12%. First-time visitors were less likely to travel with their immediate family; stayed for a shorter time; and were more likely to be in the Coffs Coast region because it was a convenient stopover. More than three in five visitors (61%) planned their trip more than three months in advance. This was driven by repeat visitors and those travelling with their immediate family with 65% of repeat visitors and 68% of family travel groups deciding to visit more than 3 months in advance. Previous experience and the internet were the main sources of information and booking. Accommodation operator sites were the most popular sites for both information and booking for all types of visitors. They were also considered the most useful. Just under a third of visitors (31%) stayed in commercial caravan or camping accommodation. This compares to 23% for the VPS benchmark.

15 Discussion of findings Motivations for visiting the Coffs Coast The single most important reason for visiting the Coffs Coast was it was considered a great place for a family holiday with over a quarter of visitors (27%) giving this as the main reason for visiting. To visit family was the next most important reason at 17%, followed by to visit friends and convenient stopover each with 9%. Regardless of the reason for choosing to visit Coffs Coast, the experiences most expected when in the region were relaxation and rejuvenation (91%) and spending quality time with partner/family/friends (86%), both scoring above their respective VPS benchmarks (13 points and 11 points above the VPS benchmark respectively). Other experiences that scored above the VPS benchmarks in terms of expectations were: Something the kids would enjoy (54%, 23 points above) Good shopping (51%, 11 points above) Food and wine experiences (51%, 4 points above), and Luxury and indulgence (35%, 9 points above). In terms of luxury and indulgence, it was mainly an expectation of holiday/leisure visitors (excluding VFR) indicating that luxury and indulgence is as important for some families as keeping the kids happy when choosing a holiday in the Coffs Coast.

16 Discussion of findings There were some experiences that scored well below the VPS benchmarks, such as: To tour around and explore (67%, 13 points below) To discover or learn something new (43%, 17 points below) An adventure (36%, 13 points below) To experience arts or culture (25%, 13 points below), and To experience our nation s history (19%, 33 points below). While most of these experiences would generally be expected by non-family visitors, to discover or learn something new is an experience that can work well with a family-based market. The ACT is an example that can be compared to the Coffs Coast, where the 2010 VPS study in the ACT indicated that 77% of visitors in the family market expected to discover and learn something new while in the ACT.

17 Discussion of findings Overall satisfaction with the Coffs Coast The figure below shows where the Coffs Coast ranks in overall satisfaction compared to all other participating VPS destinations. About 48% of visitors were very satisfied with the Coffs Coast, which is slightly below the VPS benchmark of 51%.

18 Discussion of findings Respondents to the Coffs Coast survey were recruited during the period of the Queensland/Brisbane floods in 2011 and the weather conditions were quite poor for part of the survey period. It is difficult to assess quantitatively but one would expect this to have some effect on the satisfaction results, particularly for families where outdoor activities for children play a primary role in the holiday. A number of visitors stated in open ended responses that the poor weather had an impact on their satisfaction. Based on experience from the VPS program, The TRA s research team has concluded that the Coffs Coast satisfaction scores were impacted negatively by the poor weather. However, there was also clear evidence that there were issues in relation to the visitor experience requiring consideration of the local industry. Drivers of satisfaction with the Coffs Coast The top five drivers for the overall satisfaction with the Coffs Coast were: Variety of things to see and do Friendly service Local atmosphere Personal safety and security Value for money With the exception of local atmosphere, all attributes were below the VPS benchmark in terms of the proportion of visitors who were very satisfied.

19 Discussion of findings The following table lists all of the attributes that scored below VPS benchmarks: Attribute Personal safety and security Friendly service Friendliness of the locals Attractions Variety of things to see and do Food and beverage Commercial accommodation Value for money Information services in the region Signage Roads Public toilets Tours Local transport Proportion of visitors who were very satisfied Coffs Coast VPS Benchmark 53% 56% 52% 55% 50% 55% 42% 49% 41% 50% 39% 44% 34% 39% 29% 36% 26% 48% 24% 36% 23% 40% 19% 38% 12% 27% 9% 16%

20 Discussion of findings Further analysis of commercial accommodation provided some interesting results. This group exhibited much lower overall satisfaction scores (satisfaction with their entire trip, not just accommodation). One group with much lower satisfaction levels were visitors who stayed in hotel/motel accommodation (including luxury hotel accommodation). The overall satisfaction score for this group was 36% very satisfied with their visit to the region, 12 points below the score for all visitors to the region. This group also recorded low satisfaction levels with their accommodation; only 33% were very satisfied which is 16 points below the VPS benchmark. Given that luxury and indulgence was an expectation of about a third of visitors to the region these accommodation scores should be higher. A considerable proportion of Coffs Coast visitors stayed in a caravan park or a commercial camping ground (31%). These visitors were more likely to be very satisfied with their overall visit to Coffs Coast (57% compared to 48% overall). Across all the VPS projects, the overall satisfaction benchmark for people staying in commercial caravan and camping grounds is 50%, indicating that this is a very positive result for Coffs Coast caravan parks.

21 Discussion of findings The open ended comments highlighted various themes of visitor satisfaction with the region: Sawtell and Bellingen were consistently mentioned as highlights The Pet Porpoise Pool was mentioned as an attraction providing an excellent experience Responses were positive around the beautiful beaches and scenery Visitors were also happy with the caravan park accommodation Value for money was an attribute that received comments in the open ended forums. Dissatisfaction was expressed concerning perceived Christmas holiday price increases, cost of attractions (with the notable exclusion of the Pet Porpoise Pool) and the value of accommodation (price for run-down properties). The open ended responses indicated that the issues with roads were not just in relation to the Pacific Highway. Other comments included the lack of footpaths in some areas and negative comments about the busy highway running through part of Coffs Harbour. The low score for information services in the region was barely mentioned in the open ended comments. However, the low scores should be addressed given the contribution that information services can make to visitor dispersal and expenditure in a region.

22 Discussion of findings Satisfaction with the Coffs Coast amongst different groups An interesting sub-group in terms of satisfaction were those visitors who had visited Bellingen and/or Dorrigo during their stay in Coffs Coast (the majority of whom had visited Bellingen as a day trip and were staying elsewhere in Coffs Coast). This group recorded a higher overall satisfaction score (55% very satisfied) than those who had not visited Bellingen/Dorrigo (42%).Visitors who stayed in, or went to, Bellingen and/or Dorrigo during their stay scored higher on food and beverage and the local atmosphere of the region than visitors to the region in general, including those who just visited Coffs Harbour. It would seem that a significant strength of the tourism offering in the Coffs Coast is the variety afforded by the different centres such as Bellingen, Sawtell, Dorrigo, Urunga and Coffs Harbour. Each of these localities has particular strengths encompassing a variety of important experiences: atmosphere, natural beauty, food and wine, shopping, attractions and pristine beaches. Geographically, they are also relatively close together, which is not always the case for hinterland areas of regional tourism destinations. Visitors who disperse to other places in the region had higher satisfaction levels, which indicates that the region is much stronger as a whole than as individual localities.

23 Discussion of findings The survey results showed that at the time of the year when the study was held, the Coffs Coast attracted mostly family travel parties who stayed a considerable length of time. The majority of these families had been to the Coffs Coast before and many could be regarded as regular visitors. Expectations of visitors centred around relaxation and rejuvenation, shopping and something the kids would enjoy. Despite the relatively high score for meeting expectations around something the kids would enjoy the overall satisfaction score for family travel parties was relatively low at just 44% very satisfied compared to the VPS benchmark for families of 50%. This result was surprising given the importance of this market to Coffs Coast.

24 Recommendations Discussion of findings The following recommendations are for further consideration by the local industry: 1. Stimulating consumer demand: The key strength of the Coffs Coast is the variety afforded by the different localities within the region, which should be a key consideration in marketing the region. Consider the strength of offerings in Sawtell and Bellingen, particularly in terms of food and wine, shopping and local atmosphere. 2. Product and service delivery: Encouraging visitors to disperse while in the region is very important, and information services are the perfect vehicle to achieve this. Consider a strategy to encourage the large population of repeat visitors to make use of information services. 3. Product development and diversification: The experience to discover or learn something new should be paramount when developing new attractions or revamping existing new ones, particularly during the peak family visitation periods. The Pet Porpoise Pool is an example of an attraction that is delivering experiences via attractions.

25 Visitor and trip characteristics

26 Visitor profile (during the survey period) Trip purpose Age Life stage Travel party Origin

27 Over seven in ten visitors visited for holiday purposes, including entertainment Holidays/leisure/relaxation/getting away Visiting friends/relatives 21% 68% There was a high proportion of visitors visiting friends and relatives compared with the subgroup and all destination benchmarks Entertainment/attending a special event 3% 51% of those visiting friends and/or relatives would have still visited the region if their friends and/or relatives were not there Work or business 3% Conferences/exhibitions/conventions/trade fairs 1% Other 3% Base = 207 0% 20% 40% 60% 80% 100% Purpose Coffs Subgroup All Holiday 71% -7% -6% Visiting friends and relatives 21% 5% 8% Business 5% 3% 0% Other 3% -1% -3% What was the main purpose of the trip?

28 Profile of visitors by purpose of visit 35 to 54 years Family lifestage Travel with immediate family Intrastate Length stay in region (Nights) Stayed in commercial caravan or camping accommodation Holiday/leisure* (71%) 59% (n = 147) 63% (n = 141) 52% (n = 147) 64% (n = 132) Mean = 9; Median = 7 (n = 144) 38% (n = 138) 16% stayed in rented houses 14% stayed in standard hotel, motel VFR (21%) 36% (n = 44) 39% 55+ years 31% (n = 42) 24% older singles/couples 32% (n = 44) 32% travelled with partner 41% (n = 41) Mean = 10; Median = 7 (n = 44) 12% (n = 43) 63% stayed with friends and/or relatives Base** = 207 * Holiday/leisure includes travel for Entertainment/attending a special event ** Base includes travel for Work or business, Conferences/exhibitions/conventions/trade fair and Other purposes

29 A higher proportion of visitors were 35 to 54 years compared with the benchmark 15 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 6% 6% 12% 14% 24% 17% 28% 21% Visitors aged 15 to 34 either travelled with their immediate family (30%) or with friends and/or relatives (30%) Visitors aged 35 to 54 mainly travelled with their immediate family (64%) Visitors aged 55 years or over either travelled with their partner (44%) or with friends and/or relatives (25%) 55 to 64 years 15% 25% 65 years or over 15% 18% 0% 20% 40% 60% Coffs Coast Benchmark Base = 207 What is your age?

30 Over half of visitors were in the family life stage group, a higher proportion than the benchmarks Young/midlife single with no kids Young/midlife couple with no kids 10% 10% 7% 12% Family 31% 53% The majority of these (72%) travelled with the family Older working single/couple Older non working single/couple 15% 19% 15% 28% 0% 20% 40% 60% 80% Coffs Coast Benchmark Life Stage Coffs Subgroup All Young/midlife single 10% 3% 0% Young/midlife couple 7% -2% -5% Family 53% 16% 22% Older working 15% -4% -4% Older not working. 15% -13% -14% Base = 199 Derived variable from demographic questions

31 Visitors were more likely to travel with their immediate family compared with the benchmarks Immediate family 22% 45% Partner Friends and/or relatives No one else (alone) Other 6% 8% 1% 5% 19% 20% 29% 45% Visitors were less likely to travel with their partner compared with the subgroup and all destination benchmarks. 91% of those travelling in their immediate family were repeat visitors to the region. 0% 20% 40% 60% 80% Coffs Coast Benchmark Travel Party Coffs Subgroup All Alone 6% 0% -2% Couple 29% -17% -17% Family 45% 14% 23% Friends or relatives 19% 3% 0% Other 1% -1% -4% Base = 207 How would you describe your travel party, that is, all persons with whom you directly travelled and shared most expenses? Travelled with...

32 The majority of visitors were from NSW 93% of visitors were domestic visitors. There were fewer international visitors than the VPS benchmark (4 points less) and the subgroup (2 points less). Over half of the visitors from NSW were from areas north of Sydney Base = 189 In which State or Territory do you reside? What is your home postcode

33 Summary The majority of visitors (53%) to the Coffs Coast region were in the family lifestage and 45% of all visitors were travelling with their immediate family. Both these proportions were higher than the benchmarks. The majority of visitors visited the region for holiday/leisure purposes (includes travel for entertainment) (71%). Most of these visitors were travelling with their immediate family (53%). Over a fifth visited the region to visit friends and/or relatives, a higher proportion compared with the benchmarks. These visitors were either travelling with their immediate family (32%) or with friends and/or relatives (32%). The majority (93%) of visitors were travelling domestically. Nearly six in ten (57%) domestic visitors were from NSW, with 52% of them from areas north of Sydney.

34 Trip planning and booking Past visitation Planning period Information sources Booking information

35 Over four in five visitors were repeat visitors, much higher proportions than the benchmarks Median = 1 time Median = 3 times 16% 100% 80% 6% 7% 9% 23% 60% 22% 20% 84% 40% 25% 20% 56% 13% First (Benchmark = 32%) Return (Benchmark = 68%) 0% 19% Past 12 months Past 3 years Base = (This visit only) 2 times 3 times 4 to 5 times More than 5 times Was this the first time you had visited the Coffs Coast region including both day trips and overnight trips? Base = 171 Base = 172 How many times have you visited the Coffs Coast region, including both day trips and overnight trips

36 Profile of visitors by first/repeat visitor 35 to 54 years Family lifestage Travel with immediate family Intrastate Length stay in region (Nights) Stayed in commercial caravan or camping accommodation Base = 206 * Small base First time visitor* (16%) 55% (n = 33) 42% (n = 31) 24% (n = 33) 36% travelled with partner 30% travelled with friends/relatives 57% (n = 21) Mean = 7 Median = 3 (n = 33) 17% (n = 30) 23% stayed in standard hotel, motel Repeat visitor (84%) 51% (n = 173) 55% (n = 167) 49% (n = 173) 57% (n = 167) Mean = 9 Median = 7 (n = 168) 34% (n = 163) 20% stayed with friends and/or relatives

37 The majority of visitors planned more than 3 months in advance More than 3 months before 30% 61% About 1 month to 3 months before About 2 to 3 weeks before During the week before 11% 9% 15% 6% 15% 25% The proportion who planned 3 months in advance was much higher than the subgroup and all destination benchmarks This was driven by repeat visitors and those travelling with their immediate family with 65% of repeat visitors and 68% of family travel groups deciding to visit more than 3 months in advance On the day just before I/we set out 5% 7% 30% of first time visitors decided to visit while on the road On the road 9% 9% Base =197 0% 20% 40% 60% 80% Benchmark Coffs Coast Trip Planning Coffs Subgroup All On the road 9% 1% 0% In the month before 19% -15% -17% 1 to 3 months 11% -19% -14% More than 3 months 61% 32% 32% When was the decision made to visit the Coffs Coast region?

38 Previous experience and the internet were the mains sources of information Been there before The internet (Online) Friends or relatives 29% 51% 60% The proportion who used both these sources of information were above the subgroup and all destination benchmarks Travel book, guide or brochure (Not online) 16% Tourist office/visitor information centre (Not online) 11% Motoring associations Advertising/travel articles or documentaries (TV, radio or print) Travel agent (Not online) Other 6% 4% 1% 1% Information Sources - Non internet Coffs Subgroup All Been there before 60% 12% 22% Information Sources - Internet sites Coffs Subgroup All No internet sites used 49% -9% -12% None 5% 0% 20% 40% 60% 80% Base = 204 Which of the following did you use to obtain information for this trip to the Coffs Coast region?

39 The majority of visitors only used their previous experience and/or the internet only No research 5% 9% Friends, relatives, been there before Internet only Non internet only 10% 18% 23% 27% 33% 32% First time visitors either used the internet only (33%) or a combination of internet and noninternet sources (33%). Repeat visitors used their previous experience (38%) or the internet only (32%) Combination 20% 23% 0% 10% 20% 30% 40% Coffs Coast Benchmark Note: Friends, relatives, been there before may be used in combination with other categories (excludes No research ) Base = 204 Derived variable

40 Accommodation operator sites were the most popular source for information Accommodation operator sites 53% Offical Government and Tourism sites 3rd party accommodation sites Travel Guide sites Airline company sites Testimonial sites Travel agency sites Car hire company sites 3rd party airline sites 3% 2% 2% 8% 14% 14% 20% 40% This was the case for first and repeat visitors as well as different travel party types. The proportion visiting Official Government and Tourism Sites was driven by repeat visitors with 48% of repeat visitors using this site for information The proportions who used Accommodation operator sites (15 points above), Official Government and Tourism sites (19 points above) and Airline company sites (6 points above) were above the all destination benchmarks 3rd party car hire sites 1% Other type of sites 17% Real estate sites and Google were given as other sites visited 0% 10% 20% 30% 40% 50% 60% Base = 103 You mentioned that you used the internet for research. What are the type of websites you went to?

41 The internet was the most popular source for booking The internet (Online) Travel agent (Not online) Tourist office/visitor information centre (Not online) Motoring Associations 2% 1% 3% 47% The proportion who used the internet was similar to the subgroup and all destination benchmarks The proportion not making any bookings was similar to the subgroup benchmark Those travelling in smaller groups (with a partner or alone) were more likely not to make any bookings than larger groups (39% of small groups compared with 25% of larger groups) Other None 17% 29% Directly with a real estate or accommodation operator were given as other booking methods 0% 10% 20% 30% 40% 50% Prior Bookings - Non internet Coffs Subgroup All No prior bookings made 29% -2% -8% Prior bookings - Internet sites Coffs Subgroup All No prior bookings made on internet 53% 0% -3% Base = 180 Which of the following did you use to make bookings for this trip to the Coffs Coast region?

42 Accommodation operator sites were the most popular sites for booking Accommodation operator sites 54% 3rd party accommodation sites 29% Airline company sites Offical Government and Tourism sites Travel Guide sites Testimonial sites Travel agency sites 3rd party airline sites Other type of sites 7% 5% 5% 1% 7% 18% 20% This was the case for first and repeat visitors as well as different travel party types. The proportions who used Accommodation operator sites (10 points above), Official Government and Tourism sites (12 points above) and Travel guide sites (5 points above) were above the all destination benchmarks 0% 10% 20% 30% 40% 50% 60% Base = 83 You mentioned that you used the internet for booking. What are the type of websites you went to?

43 About 37% of visitors used coffcoast.com.au coffscoast.com.au 37% 59% 4% n = 124 midnorthcoastnsw.com.a u 22% 73% 5% n = 121 visitnsw.com.au 19% 73% 8% n = 121 waterfallway.com 7% 87% 7% n = 121 pacificcoast.com.au 3% 88% 8% n = 120 0% 20% 40% 60% 80% 100% Yes No Don't know Did you use any of the following specific websites prior to your trip to the Coffs Coast region?

44 Accommodation operator sites and coffscoast.com.au were the most useful sites Accommodation operator sites 29% coffscoast.com.au 24% Offical Government and Tourism sites 11% 3rd party accommodation sites 8% Airline company sites 7% midnorthcoastnsw.com.a u visitnsw.com.au Travel Guide sites 3% 3% 3% waterfallway.com Testimonial sites 1% 1% Other type of sites 9% 0% 5% 10% 15% 20% 25% 30% Base = 119 Of the websites you used prior to your trip to the Coffs Coast region, which did you find most useful?

45 Summary Over four in five visitors were repeat visitors 16 points above the all destination benchmark. Nearly half (49%) of repeat visitors travelled with their immediate family where as first time visitors either travelled with their partner (36%) or with friends and/or family (30%). More then three in five (61%) visitors planned more than 3 months in advance. This was driven by repeat visitors and those travelling with their immediate family with 65% of repeat visitors and 68% of family travel groups deciding to visit more than 3 months in advance. Previous experience and the internet were the main sources of information both much higher proportions than the subgroup and all destination benchmarks. The internet was also the most popular source for booking a similar proportion to the subgroup and all destination benchmarks. Accommodation operator sites were the most popular sites for both information and booking for all types of visitors. They were also the most useful.

46 Getting to and around the Coffs Coast region Transport used Routes taken in and out Locations visited

47 The majority of visitors to the region were self drive Private/own vehicle Air transport 8% 82% This was a higher proportion than the all destination benchmark, but similar to the subgroup. Bus/coach 4% Rented/hire vehicle 3% Railway 3% Other 0% 0% 20% 40% 60% 80% 100% Coffs Subgroup All Self drive 85% -2% 6% Air travel 8% 1% -6% Base = 207 What was the main form of transport that you used to get to the Coffs Coast region?

48 Routes used to get to the Coffs Coast region Base = 151 Which route did you mainly travel to get to the Coffs Coast region?

49 Routes used to leave the Coffs Coast region Base = 153 Which route did you mainly travel to leave the Coffs Coast region?

50 Towns visited during trip towns stopped at Base = 207 On this trip which, if any, of the following towns did you visit?

51 Towns visited during trip day visit Percentages are expressed as the percentage of all visits (day and overnight) to each town. Bases: Coffs Harbour (160); Sawtell (97); Bellingen (71); Urunga (51); Woolgoola (42); Dorrigo (34*); Nambucca Heads (31*); Korora (22*); Emerald Beach (20*); Moonee Beach (19*); Mylestom (12*); Repton (10*); Valla Beach (9*) * Small base On this trip which, if any, of the following towns did you visit?

52 Towns visited during trip stopped overnight Percentages are expressed as the percentage of all visits (day and overnight) to each town. Bases: Coffs Harbour (160); Sawtell (97); Bellingen (71); Urunga (51); Woolgoola (42); Dorrigo (34*); Nambucca Heads (31*); Korora (22*); Emerald Beach (20*); Moonee Beach (19*); Mylestom (12*); Repton (10*); Valla Beach (9*) * Small base On this trip which, if any, of the following towns did you visit?

53 Profile of visitors by towns visited 35 to 54 years Family lifestage Travel with immediate family Intrastate Repeat visitor Length stay in region (Nights) Visited Coffs Harbour but not Bellingen/Dorrigo (57%) 50% (n = 107) 52% (n = 101) 42% (n = 107) 32% travelled with partner 54% (n = 94) 79% (n = 107) Mean = 8 Median = 6 (n = 105) Visited Bellingen/Dorrigo* (43%) 58% (n = 80) 56% (n = 79) 48% (n = 80) 62% (n = 76) 88% (n = 80) Mean = 10 Median = 7 (n = 78) Base = 187 * Could be in combination with Coffs Harbour

54 Summary The majority (85%) of the visitors to the region were self drive. More than four in five visitors (81%) travelled to the Coffs Coast region via the Pacific Highway. About 72% of these visitors travelled from the south. Just less than four in five visitors (79%) left the Coffs Coast region via the Pacific Highway. About 69% of these visitors travelled south. Coffs Harbour was the most popular place to stop at in the Coffs Coast region with 81% of visitors stopping there during their trip. Of those who stopped at Coffs Harbour 48% stopped during the day and 44% stopped for more than one night. Of those who stayed overnight in Coffs Harbour, 35% visited Sawtell and 24% visited Bellingen. Other popular stops along the coast included Sawtell (47%), Urunga (26%) and Woolgoola (22%), all both day trip and overnight stops. In terms of inland stops, 35% of visitors stopped at Bellingen and 17% at Dorrigo. Nearly nine in ten visitors to each of these towns stopped for a day trip.

55 Staying in the Coffs Coast region Length of stay Accommodation used Profile of different accommodation users Expenditure

56 The majority of visitors stayed at least 4 nights in the region 100% Median = 7 nights Median = 11 nights 96% of visitors to the region stayed at least one night 80% 60% 41% 65% Repeat visitors stayed longer than first time visitors (Median 7 nights and 3 nights respectively) 40% 33% 20% 9% 26% 0% 11% 6% 4% 1% 3% Nights in Coffs Coast Nights for entire trip 1 night 2 nights 3 nights 4 to 7 nights More than 7 nights Base =193 Base =204 How many nights did you stay in the Coffs Coast region during this trip? In total, how many nights did you stay away from home for your entire trip?

57 Commercial caravan or camping was the most popular accommodation used Caravan park or commercial camping ground 23% 31% Friends or relatives property (no payment required) Standard hotel/motel/motor inn/resort (below 4 star) Rented house/apartment/unit/holiday flat Luxury hotel/luxury resort (4 or 5 star) 9% 9% 12% 14% 12% 12% 19% 20% The most common accommodation for repeat was commercial caravan and camping (34%) or with friends and/or relatives (20%). Serviced apartment Backpacker/visitor hostel Caravan or camping by side of road, on private property Caravan or camping on crown land, or in a national park Guest house/bed and Breakfast Own property (e.g. holiday house) Other 5% 4% 4% 5% 2% 4% 2% 1% 1% 5% 1% 1% 0% 3% The most common accommodation for first time visitors was standard hotels (23%) or backpackers (20%). The most common accommodation for those travelling with their immediate family commercial caravan or camping (34%) or rented houses/apartments/units (21%). 0% 10% 20% 30% 40% Base =194 Coffs Coast Benchmark What type of accommodation did you mainly use in the Coffs Coast region?

58 Profile of different accommodation users Commercial caravan or camping (31%) Hotels, motels, motor inn or luxury resort (23%) Serviced apartment or Rented house (18%) Other accommodation (28%) 35 to 54 years 50% 51% 71% 40% (n = 60) (n = 45) (n = 34*) (n = 55) Family lifestage 59% 46% 79% 34% (n = 58) (n = 41) (n = 34*) (n = 53) 37% Older groups 34% Older groups Travel with immediate family 52% (n = 60) 33% (n = 45) 71% (n = 34*) 36% (n = 55) 40% travelled with partner 27% travelled with friends/relatives; 25% with partner Intrastate 57% 44% 79% 54% (n = 60) (n = 36) (n = 34*) (n = 46) Repeat visitor 92% 76% 91% 80% (n = 60) (n = 45) (n = 34*) (n = 54) Length stay in region (Nights) Mean = 11 Median = 10 Mean = 4 Median = 3 Mean = 10 Median = 7 Mean = 11 Median = 7 (n = 58) (n = 44) (n = 34*) (n = 55) Base =194 * Small base

59 Overnight visitors spent nearly $100 per night Overnight visitors: Expenditure per trip $616 Overnight visitors: Expenditure per night $98 $0 $150 $300 $450 $600 $750 Base =408 Note: From recruitment data file How much have you spent so far in the Coffs Coast region, including any money paid before the trip, and excluding any package expenditure? How much do you think you will spend in the Coffs Coast region for the remainder of your stay excluding any package expenditure?

60 Most of the expenditure in the region was on accommodation and meals Accommodation Takeaways and restaurant meals Groceries Shopping, gifts and souvenirs Fuel Tours, entrance fees Package Other 19% 13% 12% 8% 5% 1% 5% 38% 0% 10% 20% 30% 40% 50% Base =408 Note: From recruitment data file How much have you spent so far in the Coffs Coast region, including any money paid before the trip, and excluding any package expenditure? How much do you think you will spend in the Coffs Coast region for the remainder of your stay excluding any package expenditure?

61 Summary The majority of visitors stopped at least one night in the Coffs Coast region. The median stay was 7 nights, which was also the median stay with repeat visitors. The median stay for first time visitors was 3 nights. Commercial caravan or camping accommodation was the most common accommodation with 31% of visitors staying there. This was a higher proportion than both the subgroup and all destination benchmarks. Commercial caravan or camping accommodation was also the most common accommodation for repeat visitors and those travelling with families, where as standard hotels/motels was the most common accommodation for first time visitors. Visitors who stayed at least one night spent $100 per night on average. The majority of the expenditure was on accommodation and meals.

62 Why they visited the Coffs Coast region and were they happy

63 Reasons for visiting the Coffs Coast region Reasons for choosing destination Expectations of experiences Importance of destination attributes

64 Reasons for visiting revolved around family and friends as well as the variety of things to see and do It's a great place for a family holiday 27% 42% There's a variety of things to see and do 6% 26% To visit family there To visit friends there It was a convenient stop over point 9% 9% 17% 15% 19% 24% The main reasons for visiting the region for first time visitors were the variety (30%) and convenience (24%). It is a great place to spend time with my partner 6% 14% To visit a specific attraction(s) 6% 14% 0% 10% 20% 30% 40% 50% Main reasons Most important reason This chart continued on next slide

65 . continued from previous slide Good deals on accommodation 3% 12% It's a place that is untouched, undeveloped 3% 10% To experience nature 2% 10% To attend a specific event or exhibition 8% 5% It was recommended by friends/travel agent 3% 7% To learn about the natural environment 4% 1% There were good deals on air fares 1% 0% 10% 20% 30% 40% 50% Bases: All respondents Main Reason = 200 All respondents Most important =199 Main reasons Most important reason Why did you chose the Coffs Coast region? Which of the following was most important in choosing the Coffs Coast region?

66 Expectations for relaxing, spending time with others and something for the kids were above the benchmark Relaxation and rejuvenation 78% 91% Spend quality time with partner/family/friends 75% 86% Nature based experiences 67% 68% Tour around and explore 67% 80% Something the kids would enjoy 32% 54% Good shopping 40% 51% Food and wine experiences 51% 47% 0% 20% 40% 60% 80% 100% Coffs Coast Benchmark This chart continued on next slide

67 . continued from previous slide Discover or learn something new 43% 59% An adventure 36% 49% Luxury and indulgence 26% 35% Enjoyable nightlife and entertainment 26% 21% Experience arts or culture 25% 38% Experience our nation's/australia's history 19% 52% 0% 20% 40% 60% 80% 100% n = 204 Coffs Coast Benchmark Which, if any, of the experiences listed below did you expect the Coffs Coast region to offer?

68 Expectations of different visitors more likely to expect Visited Coffs Harbour but not Bellingen/Dorrigo Visited Bellingen/Dorrigo Holiday/leisure visitors VFR visitors Expectations above expectations of all visitors to Coffs Coast (More than 3 points above) None Nature based experiences Tour around and explore A chance to discover and learn something new An opportunity to experience our nation s/australia s history Food and wine experiences Luxury and indulgence An adventure A chance to discover and learn something new Something the kids would enjoy Good shopping Food and wine experiences Relaxation and rejuvenation Spend quality time with others Visitors to Bellingen/Dorrigo were more likely to expect experiences around nature, touring around, discovering something new, experiencing history and food and wine experiences than visitors to the region in general. VFR visitors were more likely to expect experiences around relaxation and rejuvenation and spending quality time with others than visitors to the region in general. On this trip which, if any, of the following towns did you visit? What was the main purpose of the trip? Which, if any, of the experiences listed below did you expect the Coffs Coast region to offer?

69 Expectations of different visitors less likely to expect Visited Coffs Harbour but not Bellingen/Dorrigo Visited Bellingen/Dorrigo Holiday/leisure visitors VFR visitors Expectations below expectations of all visitors to Coffs Coast (More than 3 points below) Nature based experiences Tour around and explore Food and wine experiences None None Luxury and indulgence An adventure Tour around and explore An opportunity to experience art/culture A chance to discover and learn something new Something the kids would enjoy Enjoyable nightlife or entertainment Good shopping Food and wine experiences Visitors to Coffs Harbour but not Bellingen/Dorrigo were less likely to expect experiences around nature, touring around and food and wine experiences than visitors to the region in general. VFR visitors were less likely to expect experiences around luxury, touring around, experiencing art/culture, discovering something new, something for the kids, good nightlife, shopping and food and wine experiences than visitors to the region in general. On this trip which, if any, of the following towns did you visit? What was the main purpose of the trip? Which, if any, of the experiences listed below did you expect the Coffs Coast region to offer?

70 Summary The main reason for visiting the Coffs Coast region was because it was a great place for a family holiday with 42% of visitors giving this as a reason for visiting. Other reasons included because there was variety of things to see and do (26%), to visit family there (24%) and to visit friends there (19%). The main reasons for visiting for first time visitors was the variety of things to see and do (30%) and because it was a convenient stopover (24%). The main experiences expected by visitors was to relax and rejuvenate (91%) and to spend quality time with partner/family/friends (86%). Both these experiences were above the subgroup and all destination benchmarks. Something the kids would enjoy (54%) and shopping (51%) were also experiences where expectations were above the subgroup and all destination benchmarks. Visitors to Bellingen/Dorrigo were more likely to expect experiences around nature, touring around, discovering something new, experiencing history and food and wine experiences than visitors to the region in general. VFR visitors were more likely to expect experiences around relaxation and rejuvenation and spending quality time with others than visitors in general.

71 What did they do in the Coffs Coast region? Activities Attractions

72 Over three quarters of visitors went to the beach Eat out at a hotel/restaurant/clubs/coffee shops General sightseeing Go to the beach Go shopping Go to the markets Visit friends & relatives Go to the river Picnics/BBQ's Go to the movies Go fishing Visit National Parks/State Parks Bushwalking, rainforest walks 7% 22% 21% 22% 21% 19% 28% 26% 33% 30% 35% 35% 39% 50% 57% 55% 68% 78% 74% 76% 73% 80% Eating out, going to the beach, shopping, visiting the markets, picnics/bbqs and fishing were all above both the subgroup and all destination benchmarks. Besides visiting friends and/or relatives, VFR visitors were more likely to go shopping, to the markets, to the movies, visit botanical gardens or other gardens and visit museums/art galleries than visitors in the region for holiday/leisure. 0% 20% 40% 60% 80% 100% Coffs Coast Benchmark This chart continued on next slide

73 . continued from previous slide Visit botanical or other gardens Other water activities Golf Visit history/heritage buildings, sites or monuments Cycling Visit museums or art galleries River activities (e.g. kayaking, water skiing, white 12% 17% 12% 5% 8% 3% 8% 7% 5% 7% 6% 27% 32% Nature based activities like visiting National/State Parks and bushwalking/rainforest walks; cultural activities like visiting history/heritage sites and museums/art galleries and going on charter boats/crises/ferries or organised tours were all below both the subgroup and all destination benchmarks. Visit winery/cellar door Business Horse Riding Go on a charter boat/cruise/ferry ride Attend conference or exhibition Go on an organised tour 5% 4% 4% 2% 6% 1% 1% 3% 0% 16% 16% 17% 0% 20% 40% 60% 80% 100% Base = 207 Coffs Coast Benchmark On this trip to the Coffs Coast region, which of the following activities did you undertake?

74 The Coffs shopping precinct and the Coffs Jetty were the most visited attractions Coffs shopping precinct Coffs Jetty Big Banana Bellingen shopping precinct Pet Porpoise pool Bellingen river Urunga Boardwalk Dorrigo National Park Dorrigo shopping precinct Raleigh International Raceway National Marine Science Centre s aquarium Valery trails Other 18% 18% 18% 11% 6% 3% 2% 10% 4% 27% 32% 36% 65% 69% VFR visitors were more likely to visit the Coffs and Bellingen shopping precincts and the Coffs Jetty than visitors in the region for holiday/leisure. Visitors to the Pet Porpoise pool were more likely to be very satisfied with the attractions than both the subgroup and benchmark. More than six in ten (61%) of visitors who visited the Pet Porpoise pool were very satisfied with the attractions on the Coffs Coast. 0% 20% 40% 60% 80% Base = 205 Please select all the attractions that you visited in the Coffs Coast region, only selecting those attractions that you actually stopped at.

75 Attractions visited Please select all the attractions that you visited in the Coffs Coast region, only selecting those attractions that you actually stopped at.

76 Summary The most popular activities for visitors to the Coffs Coast were eating out (80%), sightseeing (78%), going to the beach (76%) and shopping (73%). Eating out, going to the beach, shopping, visiting the markets, picnics/bbqs and fishing were all above both the subgroup and all destination benchmarks. In contrast nature based activities like visiting National/State Parks and bushwalking/rainforest walks; cultural activities like visiting history/heritage sites and museums/art galleries and going on charter boats/crises/ferries or organised tours were all below both the subgroup and all destination benchmarks. Besides visiting friends and/or relatives, VFR visitors were more likely to go shopping, to the markets, to the movies, visit botanical gardens or other gardens and visit museums/art galleries than visitors in the region for holiday/leisure. The majority of visitors visited the Coffs shopping precinct (69%) and the Coffs Jetty (65%). Other commonly visited attractions included the Big Banana (36%), Bellingen shopping precinct (32%) and the Pet Porpoise pool (27%).

77 Summary VFR visitors were more likely to visit the Coffs and Bellingen shopping precincts and the Coffs Jetty than visitors in the region for holiday/leisure. Visitors to the Pet Porpoise pool were more likely to be very satisfied with the attractions than both the subgroup and benchmark. More than six in ten (61%) of visitors who visited the Pet Porpoise pool were very satisfied with the attractions on the Coffs Coast.

78 Visitor satisfaction in the Coffs Coast region Overall satisfaction Were expectations met Satisfaction with destination attributes Recommendation Revisitation

79 Just under half of visitors were very satisfied with their visit overall 100% 80% 60% 40% 48% 51% 40% 34% Although the proportion very satisfied was less than the subgroup and all destination benchmarks, the proportion satisfied overall was slightly above the benchmarks 20% 0% 2% 7% 2% Coffs Coast 4% 5% 6% Benchmark Very dissatisfied Fairly dissatisfied Neither satisfied nor dissatisfied Fairly satisfied Very satisfied Base = 206 Key Metrics Total Sat V Sat Total Dis Overall Satisfaction 88% 48% 9% Difference to subgroup 1% -5% -1% Difference to all 3% -3% -2% Overall, how satisfied or dissatisfied were you with your experience at the Coffs Coast region?